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4.2.2.Brand image
The image of a brand can change over time.It is important for a brand to maintain “strong,favorable,and unique brand associations” (Keller,1999,p.102).However,it is not uncommon to see an innovative brand losing its well-defined and focused image.Volkswagen's public relations manager summarized the brand's experience by admitting that Volkswagen “had failed in the past when we used marketing strategies or introduced new products that strayed from the company's image of being approachable,friendly,and a German brand” (T.Fouladpour,personal communication,October 20,2005).
Levi's is facing image problems of a different nature.Once a market leader in its category,the brand was synonymous with high-quality denim jeans.Over the years,however,the brand began to lose its image leadership as the jeans market moved toward new styles and consumers sought fashion expression beyond utilitarian clothing.Levi's failed to follow this shift in the denim market,and stuck to its classic image.In the mid-1990s,Levi's sales started declining sharply.In an attempt to stimulate sales by capitalizing on the brand's historic equity,it decided to sell its Signature brand through Wal-Mart at prices ranging from $18 to $24 a pair,about 35% less than Levi's most popular Red Tab jeans.This association with an arguably low-end retailer pushed the image further down-market.
To prevent such situations,companies need to monitor brand image and look for changes in consumer perceptions.Unlike (objective) awareness levels,though,image is more challenging and expensive to track,because of its inherently abstract nature.Unfortunately,this is also the facet of a brand's equity that is most likely to get hit in the case of a decline.Managers are advised to make an extra effort—especially if a brand seems to be in decline—to shore up the image if needed,instead of milking a weakening brand.Doing so could have helped Levi's avoid the situation it is in today.
2 The aforementioned examples illustrate that even well-known brands can decline as a result of a wide variety of factors.While the death of a brand typically receives a lot of attention,it is often preceded by a slow and debilitating decline over a prolonged period (Semans,2004).The academic literature is particularly sparse in addressing this,and it is a perplexing issue for practitioners.To address the subject,we outline below the leading causes of brand decline.
4.2.2.Brand image
The image of a brand can change over time.It is important for a brand to maintain “strong,favorable,and unique brand associations” (Keller,1999,p.102).However,it is not uncommon to see an innovative brand losing its well-defined and focused image.Volkswagen's public relations manager summarized the brand's experience by admitting that Volkswagen “had failed in the past when we used marketing strategies or introduced new products that strayed from the company's image of being approachable,friendly,and a German brand” (T.Fouladpour,personal communication,October 20,2005).
Levi's is facing image problems of a different nature.Once a market leader in its category,the brand was synonymous with high-quality denim jeans.Over the years,however,the brand began to lose its image leadership as the jeans market moved toward new styles and consumers sought fashion expression beyond utilitarian clothing.Levi's failed to follow this shift in the denim market,and stuck to its classic image.In the mid-1990s,Levi's sales started declining sharply.In an attempt to stimulate sales by capitalizing on the brand's historic equity,it decided to sell its Signature brand through Wal-Mart at prices ranging from $18 to $24 a pair,about 35% less than Levi's most popular Red Tab jeans.This association with an arguably low-end retailer pushed the image further down-market.
To prevent such situations,companies need to monitor brand image and look for changes in consumer perceptions.Unlike (objective) awareness levels,though,image is more challenging and expensive to track,because of its inherently abstract nature.Unfortunately,this is also the facet of a brand's equity that is most likely to get hit in the case of a decline.Managers are advised to make an extra effort—especially if a brand seems to be in decline—to shore up the image if needed,instead of milking a weakening brand.Doing so could have helped Levi's avoid the situation it is in today.
2 The aforementioned examples illustrate that even well-known brands can decline as a result of a wide variety of factors.While the death of a brand typically receives a lot of attention,it is often preceded by a slow and debilitating decline over a prolonged period (Semans,2004).The academic literature is particularly sparse in addressing this,and it is a perplexing issue for practitioners.To address the subject,we outline below the leading causes of brand decline.
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